Letter from the Editor – Coaching Today – September 2020

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Pure Coaching

Ever since I discovered Life Coaching back in 2006, I’ve been called to it – like some sort of magnetic force.

There is something about the idea that everyone has the answers they need within them right now and that a coach is a trained guide to help people return home – to who they already are – that strikes a deep cord of TRUTH in my soul.

As coaches we listen. We ask powerful questions. We share resources. We allow our clients to discover their own truths within. But we have to get out of the way – not direct our own will and judgements upon others – which is not always easy…bloody ego!!!

Coaching is a humbling tool, a magical sword of truth that not everyone can wield. But for those of us who can, we are the self-appointed guides influencing social change by serving as conduits for others to explore and discover themselves in this age of awakening.

Imagine if every human had the opportunity to experience that they actually DO have everything they need within them right now. Imagine if everyone was aware of the tools to consciously manage life and was able to handle whatever life threw at them. That would mean that people would know their power and have the ability to tap into their fullest potential. The world would look very different than it does today.

Coaching in Organisations

It seems that the coaches who are working in larger organisations, coaching managers and executives are more able to simply coach (#purecoach). Within organisations who buy into the value of the art of coaching, they hone their craft without the distracting hustle required to run a successful online coaching business.

Are you really a coach?

When I look around at coaching today I see coaches who are really trainers, teachers, mentors and/or consultants using the popularized and convenient label of coach. I fell into that trap too – it’s easy to do. I called myself a coach when I was actually a blend of a business mentor and trainer who threw in the occasional amazing coaching question.

Because I was giving advice and telling people how to get from A to B in a prescriptive manner, I was not really coaching. I was teaching and mentoring.

To make sales in a small coaching business we need to deliver predictable outcomes – benefits that solve problems. For many of us this often means we need to write prescriptive programs. We’ve had to McDonald-ize coaching…which is a contradiction to the essence of the coaching approach. If you’ve been feeling out of alignment with your work, this could be why.

Selling solutions to individuals who come and go is a whole other skill set. And intentionally creating product ascension ladders to keep clients needing you is… well, I’ll let you decide.

Give a man a fish

For me, the future of having your own little coaching business hasn’t been looking bright for a while.

Yet I still felt so drawn to coaching and coaches. My deep inner Knowing senses that the art of coaching is still critically important, especially in these times.

Until recently I couldn’t see a future past the hustle and bustle that many solo-preneur coaches are in now. It’s a lot of hard work in areas that many coaches are not passionate about nor skilled in. But we’ve all been being brave and following our hearts anyway. Learning about marketing and sales and social media.

I’ve been in awe of how many well-intentioned people keep piling into the industry. It’s like an army is building…all of its own accord….but what are we gathering for???

Join the #PureCoach Movement

I see a future where we will be allowed to focus purely on coaching and leave all this small business hustle stuff behind us.

A future where coaches will be employed in droves to make a meaningful difference and social impact. I’ll share more of this with you in next month’s letter from the editor.

Until then, I invite you to join the #PureCoach Movement.


Here’s the gist and some things we can start doing as a collective of coaches for the shared integrity of coaching as a profession:

  1. Keep up your practice. Pull out your old manuals from coaching school and hone the true art of coaching within you.

  2. Know that your time may not be here yet but it is coming. The hustle you are feeling right now is not going to last forever.

  3. Seek out all ways pure coaching is being honored for massive social impact.

  4. Spread the word about what coaching is and isn’t. Be honest and clear with your friends, family and clients.

  5. If you are a teacher, trainer, mentor, consultant, or a hybrid combination use the correct title so the world can see how Coaching is the Future.
Benay Dyor

Benay Dyor

Life's a Journey. I don't always get it right but I'm having FUN! For my JOB I help coaches shine their Light in the world. I do this through a range of enjoyable, collaborative projects with friends I love and admire. Check out The Coach Guardian, Life Coach Office, and Passion Maps.


Benay Dyor

Benay Dyor

Life's a Journey. I don't always get it right but I'm having FUN! For my JOB I help coaches shine their Light in the world. I do this through a range of enjoyable, collaborative projects with friends I love and admire. Check out The Coach Guardian, Life Coach Office, and Passion Maps.


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This Post Has 7 Comments

  1. Heidi

    Hmmm. That’s almost throwing down a velvet glove, Benay! Certainly set me thinking. I expect to say more in our online group after I process how this relates to the different streams I offer. Thanks.

    1. Benay Dyor

      Thank you for reading and really thinking about it Heidi. I feel like as a collective of coaches we can step up. I just want to get the conversations started so we can decide how. Looking forward to hearing your thoughts when you’re ready. xox

  2. Neha Sinha

    I feel so seen after reading this letter. “We’ve had to McDonald-ize coaching” – LOVE this term. I see coaches all around me struggling with this conundrum, and I do too. #PureCoaching feels like a distant dream. But I suppose we have to dream before we can manifest, right? 🙂

  3. Shamini

    Hi Benay Dyor, likes your article. I am a certified coach with hours from ICF, going on now to get my ACC. I am doing my coaching on a part time basis, therefore get my coaching hours. Currently brushing up and trying to keep up with what I have learnt and practiced and hope to be a better coach.
    Regards to PureCoach is it a group for us to join?

  4. Fausta Luchini

    Lots of food for thought here. I really agree about being clear about what we’re doing. I call myself a Trauma Sensitive Consultant and Coach for exactly the reason you’re talking about. Part of what I do is coaching, and I also have a lot of expertise on trauma which I share with my clients. I started out calling myself a “holistic life coach,” but that was only partially true and didn’t capture what I really do.

    I also think you’re right about the beauty of pure coaching. Thanks.

  5. Roberto Suarez

    Hi Benay

    Right On!!!

    I had an article written about me in GeniusU..the title: Roberto Suarez From Breathing Coach to Happiness Facilitator

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